general motors brand
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By group-3
GENERAL MOTORS:Brand Analysis
GENERAL MOTORS: IntroductionAmerican multinatio
nal automotive, headquartered in Detroit, Michigan-
World's largest automaker, by
vehicle unit sales, in 2011
concept of “a car for every purse and
purpose” -strategy during the 1920s
GM employs 2,02,000 people and does
business in some 157 countries
GM today is known as a brand
‘Re-Inventing’ itself, innovative, exciting and
persistent.
Brand PortfolioStrongest Brand
Present in all segmentsValue Driven
Luxury Car Brand
Stylish and Performance
Crossover/SUV Car Brand
GM Brand valued atUS $ 3,888 Million and ranks 270 in Global 500 list.
US $ 1,884 Million in 2009 and ranked 356 on the list of Global 500 brands
GM: STP AnalysisSEGMENTATION
-whole market is single market
-design the strategy according to the Income, Age, Family, occupation
POSITIONING-Change time to time by the Upper management - It’s always according to customer’s requirement.
TARGETTING-Upper, middle and lower
class group -sells the products to
customers according to the need and income
STRATEGIC SHIFT
GM Name association with ‘Government
Motors’
Individual Brand appeal to different clientele with the same logo
Not the GM brand But the ‘Name –Plates’
Distance from the parent company gives the spun-off brand a better stand-alone
chance
GM Positioning since Brand ArchitectureFollowed the new Mantra of “RE-INVENT” (EN-V, Premium Small Cars)
Fewer but stronger brands: Chevrolet, Buick, Cadillac and GMC
New energy solutions, new designs, new technologies
“A New GM” Campaign”
Introduced Chevrolet Volt (all electric car). Research still going on over new variants.
Introduced Chevrolet Volt (electric car). Research still going on over new variantsResearch in Bio Fuel and Flexible fuels.
• GM wants to be a company all Americans can be proud of.• Exceed expectations of people• Designing, building and selling the best cars in the world through
investment in R&D.• Unmatched quality, technology and fuel designs for tomorrow’s
world• Invite everyone to look at “THE NEW GM”.
Brand Campaign Message by GM
• Brand Names: Chevrolet, Buick, GMC and Cadillac.• URLs: gm.com, chevrolet.com, buick.com, gmc.com and
cadillac.com
Brand Elements
Brand Logo Meaning and Role in Brand Building
GM Also known as Mark of Excellence Dropped use in websites and cars after reorganization in 2009 to focus on
four core brands.
Chevrolet
Inspired from the Swiss Cross Also known as Chevy Bowtie The yellowish golden colour creates a feeling of relaxation, optimism and
sportsmanship
Buick Rooted in the ancestral Coat of Arms of the founder’s family Keeps alive the memories of the founder
GMC Used the verbal acronym for the company name The font gives a very strong image to the major line of mini trucks Red colour used shows vitality
Cadillac
The logo is loosely based on the family crest of the namesake New logo based on the philosophy of Art and Science Refreshing design with clean looking lines and an uncluttered appearance
which reflects their latest styling studies
Brand LOGOS
• Brand Personality: Trustworthy, intelligent, pragmatic, friendly and full of vitality.• In India, Chevrolet is building up
a brand personality of Frugal, Smart, Up to date and modern car brand.
• Slogans:• Aveo U-VA: Incredibly Spacious• Captiva: Choose Your Turf• Spark: Full of Life• Beat: Drive Khulke
Brand Elements
Chevrolet- VOLT• An electric car with
capabilities of a traditional gas vehicle
• Sophistication and
Pride in being the first of its social group to take part in the latest trend, or start one of their own.
Analyzing the Print Media
• People who promoted individualism and is thought of as a cultural trendsetter • The first of its kind, Advanced and innovative
• Members of society who take charge and lead in setting social and product standards.
Analyzing the Print Media
• Targeting New Segments: Electric Vehicles
Brand Potential & Future Opportunities
• New Technology: Hydrogen Fuel Cells• Windows of Opportunity:
Rich interaction with environment • Personal Urban
Mobility and Accessibility
• Investing over $200 million in a third plant in India• Devoted to manufacturing engines, transmissions and
drive trains.• Planned to spread their markets to the small towns and
cities • Sales share from small cities and towns is expected to
rise upto 70 per cent• Planning to introduce three light commercial vehicles
and two passenger car vehicles by 2014.
Future Opportunitiesin India
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